Rascasse Audience Intelligence

MTV Target Market in United States

A data profile of the people who buy, follow and care about MTV in United States — modelled from more than twelve digital signal sources. MTV has an estimated audience of 12,469,213 people in United States.

#280among Brand in United States#196in Movies & TV

The average MTV fan in United States is 32.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Rhianna (singer), Comedy movies, Harry Potter, with strongest over-indexing on Rhianna (singer) (6.25× the country average).

Demographically, the MTV audience skews more female with an average age of 32.2, and over-indexes on personality traits such as Extroversion, Pet Ownership.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical MTV fan in United States is more female, around 32.2 years old, with strong Extroversion tendencies and a notable affinity for Rhianna (singer).

Category: Movies & TV · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the MTV profile in United States.

Audience size
12.5M
in United States
Gender
59.4%♀
40.6% male
Age
32.2
average years
Country rank
#2862
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of MTV

59.4% are female, 40.6% are male, average age 32.2.

Fig. 02

Gender split

59.4%
Female
40.6%
Male
Demographic split for MTV audience in United States
MetricValue
Female59.4%
Male40.6%
Average age32.2
Estimated audience size12,469,213
Fig. 03

Age distribution

Ø 32.2
average years
Age distribution of the MTV audience in United States
Age bracketShare%
16-1937%
20-2924%
30-3918%
40-4913%
50+8%
Fig. 04

Worldwide distribution

43.7%

of the worldwide MTV audience comes from United States.

Worldwide audience distribution share by country for MTV
CountryShare
United States43.7%
United Kingdom5.3%
Finland5.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the MTV audience in United States is strongest.

Fig. 05

Top regions by affinity

MTV customers by region in United States
#RegionReachAffinity×
01New York~1M1.45×
02New Jersey~400K1.29×
03Arizona~300K1.24×
04Rhode Island~50K1.23×
05Connecticut~200K1.21×
06Maryland~300K1.19×
07Pennsylvania~500K1.17×
08Louisiana~200K1.16×
09West Virginia~70K1.15×
10Ohio~400K1.14×
11Michigan~400K1.13×
12California~1.5M1.09×
13Delaware~40K1.09×
14Illinois~400K1.08×
15Alabama~200K1.08×
16Nevada~100K1.08×
17Massachusetts~300K1.07×
18Texas~1M1.05×
19Indiana~200K1.05×
20Georgia~400K1.03×
21Virginia~300K1.03×
22Kentucky~200K1.03×
23Washington, District of Columbia~40K1.03×
24Oklahoma~100K1.01×
25Florida~800K0.99×
26North Carolina~400K0.99×
27South Carolina~200K0.99×
28New Hampshire~50K0.99×
29Missouri~200K0.98×
30Wisconsin~200K0.98×
31Tennessee~200K0.97×
32Oregon~100K0.97×
33Mississippi~100K0.95×
34Kansas~90K0.95×
35Nebraska~60K0.94×
36New Mexico~60K0.94×
37Arkansas~100K0.93×
38Maine~40K0.93×
39Minnesota~200K0.90×
40Colorado~200K0.89×
41Iowa~90K0.89×
42Washington~200K0.88×
43Vermont~20K0.88×
44Alaska~20K0.87×
45North Dakota~20K0.86×
46Hawaii~40K0.81×
47South Dakota~20K0.81×
48Idaho~50K0.78×
49Montana~30K0.77×
50Utah~80K0.74×
Fig. 06

Affinity by region

Affinity by region — MTV, United States
0.74×1.00×1.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the MTV audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MTV audience
#·InterestCategoryAffinity×
01Rhianna (singer)Music & Radio6.25×
02Ana de ArmasMovies & TV2.50×
03Savannah GuthrieMovies & TV2.38×
04Hair ExtensionsBeauty & Wellness2.12×
05Scooby-DooMovies & TV1.99×
06Fashion NovaShopping1.97×
07ULTA BeautyBeauty & Wellness1.91×
08Taylor SwiftMusic & Radio1.82×
09CaseyMusic & Radio1.78×
10Britney SpearsMusic & Radio1.76×
11Five BelowShopping1.74×
12SephoraShopping1.71×
13Harry PotterMovies & TV1.60×
14TMZInternet & Social Media1.60×
15Comedy moviesMovies & TV1.58×
16RedditInternet & Social Media1.54×
17Old NavyFashion & Accessoires1.53×
18Macy'sShopping1.51×
19TV talkshowsMovies & TV1.51×
20Taco BellFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MTV audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by MTV audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.44×
Pet OwnershipJOY1.22×
Social Media UsageJOY1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MTV audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.87×
TravellingTHRILL0.87×
Quality AwarenessPREMIUM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is MTV's target market in United States?

MTV's target market in United States covers an estimated 12,469,213 people, concentrated in California and Texas.

02

What is the gender split and age of MTV customers?

59.4% of the MTV audience are female, 40.6% are male, with an average age of 32.2 years.

03

Which brands do MTV fans like most?

MTV fans show strongest brand affinity for Rhianna (singer) (6.25×), Comedy movies (1.58×), and Harry Potter (1.6×) over the country average.

04

Where do MTV fans live in United States?

MTV fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and New York (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do MTV fans also like?

Beyond MTV itself, the audience over-indexes on Comedy movies (1.58×), Harry Potter (1.6×), Savannah Guthrie (2.38×), and Sephora (1.71×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Movies & TV audiences in United States

See MTV audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for MTV. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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